@joefusaroin/josephmfusaro
How to explain content
marketing to your organization.
A complete game plan in 9 slides.
@joefusaroin/josephmfusaro
Content Marketing
Content Creation
Create content about topics that are closely related to CRM,...
@joefusaroin/josephmfusaro
Content Marketing
Distribution
Optimize this content so that you’re found via organic Google se...
@joefusaroin/josephmfusaro
Content Marketing
Lead Capture
Convert this traffic into Leads
via blog posts, whitepaper/ebook...
@joefusaroin/josephmfusaro
Content Marketing
Lead Nurturing & Marketing Automation
Convert this topic interest into produc...
@joefusaroin/josephmfusaro
Content Marketing
Recap
The goal is to convert topic
interest into product interest
via lead nu...
@joefusaroin/josephmfusaro
Content Marketing
What Content Marketing Is What Content Marketing Is Not
● Educational in natu...
@joefusaroin/josephmfusaro
Content Marketing
Core Topic
Buyer Type 1 Buyer Type 2 Buyer Type 3 Buyer Type 4
Based on analy...
@joefusaroin/josephmfusaro
Content Marketing
Buyer Type 1 Buyer Type 2 Buyer Type 3 Buyer Type 4
- Topic A
- Topic B
- Top...
@joefusaroin/josephmfusaro
Content Marketing
Buyer Type 1 Buyer Type 2 Buyer Type 3 Buyer Type 4
- Pain Point A
- Pain Poi...
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How to explain content marketing to your organization.

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Explaining what content marketing is and why it should be a focal point in your overall marketing strategy can be a difficult task. Use these visuals and talking points to put a game plan together and present your content marketing strategy to your organization.

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How to explain content marketing to your organization.

  1. 1. @joefusaroin/josephmfusaro How to explain content marketing to your organization. A complete game plan in 9 slides.
  2. 2. @joefusaroin/josephmfusaro Content Marketing Content Creation Create content about topics that are closely related to CRM, marketing automation, management. Topic A Topic D Topic B Topic E Topic C
  3. 3. @joefusaroin/josephmfusaro Content Marketing Distribution Optimize this content so that you’re found via organic Google search as well as social media channels such as Twitter, LinkedIn, Google+ and others. #TopicA Topic D “Topic B” Topic E #TopicC
  4. 4. @joefusaroin/josephmfusaro Content Marketing Lead Capture Convert this traffic into Leads via blog posts, whitepaper/ebook downloads, and more. Whitepaper Download Name Email Title Sales Tips Marketing Automation CRM Administration Data Management Marketing Technology
  5. 5. @joefusaroin/josephmfusaro Content Marketing Lead Nurturing & Marketing Automation Convert this topic interest into product interest via lead nurturing and educational content. Interest Level Low Medium “Hi Joe, check out this case study…” “Hi Joe, I think we can help you do X, Y & Z…” High
  6. 6. @joefusaroin/josephmfusaro Content Marketing Recap The goal is to convert topic interest into product interest via lead nurturing and educational content. Topic Interest Brand Familiarity Lead Nurturing
  7. 7. @joefusaroin/josephmfusaro Content Marketing What Content Marketing Is What Content Marketing Is Not ● Educational in nature ● Meant to convey thought leadership in a specific domain ● Topic-focused ● A sales pitch ● Product-focused
  8. 8. @joefusaroin/josephmfusaro Content Marketing Core Topic Buyer Type 1 Buyer Type 2 Buyer Type 3 Buyer Type 4 Based on analysis of your active customer base and taking into account the business goal of increasing our presence in industries X, Y & Z, we intend on dividing up our content generation efforts to address the interests and pain points of these four buyer types. 50% 25% 12.5% 12.5% 50% of our content will be geared toward Buyer Type 1, 25% of will be geared toward Buyer Type 2, and so on.
  9. 9. @joefusaroin/josephmfusaro Content Marketing Buyer Type 1 Buyer Type 2 Buyer Type 3 Buyer Type 4 - Topic A - Topic B - Topic C - Topic D - Topic E - Topic F - Topic G - Topic H - Topic I - Topic J - Topic K - Topic L This is a breakdown of relevant topics related to our prospects’ department and job level.
  10. 10. @joefusaroin/josephmfusaro Content Marketing Buyer Type 1 Buyer Type 2 Buyer Type 3 Buyer Type 4 - Pain Point A - Pain Point B - Pain Point C - Pain Point D - Pain Point E - Pain Point F - Pain Point G - Pain Point H This is a breakdown of pain points related to our prospects’ department and job level.

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